Branding and Marketing
Branding and Marketing
Throughout the year, I love watching ESPN because they have some of the best commercials all year around. As the 2016 NFL season kicks off, the advertising aspect has brought watching television to a whole ‘nother level. The commercials are luring the consumer more and more each time. I’m seeing how the brand is being pushed more than the specific product.
For example, I love this Xbox commercial. Initially, it appears they’re selling their game Madden Football (but I don’t even think it’s mentioned). However, the focus is on two products- Xbox One & Xbox Live. While they may not explain the costs or details of the platforms, Xbox does a magnificent job of adding some of NFL’s elite players into several scenarios portraying that you’ll be playing against them.
Sign me up, right?!
Building a Community
That’s a great promotional piece to get anyone’s attention. Any football video game enthusiast from Tecmo Bowl to Madden NFL will contemplate joining this community. I even considered buying another game console for this very reason. The commercial shoot is brilliant.
Each player has their own challenge of losing to increase sales. These guys playing hard and not letting people win is hilarious. No one plays to lose, which was ingenious to show the athlete’s desire to win. That’s a real sight for every fan watching their teams play. Everyone in the community is playing to win.
And then who says, “y’all have to work on y’all people skills?” Again, another genius move. I won’t spoil the ending.
Marketing to All
I found the commercial to be alluring to those that aren’t gamers. It peaks the interest of any onlooker of a diverse market. Why not join the community?! The community represents people of all different skills, backgrounds and ages. They’re promoting fun with familiar faces.
Here’s the catch. This extracurricular activity is a lifestyle, not just a hobby, device or game. Microsoft goals the consumer to embrace all that comes with the community, rather than buying a video game console. This marketing campaign is for all football lovers and gamers combined. Ultimately, this is how companies create separation and begin to dominate in their respected industry.
Being Discreet with Brand Messages
Competition is getting more fierce. The battle of the video game industry is a big deal. Every marketing strategy and campaign is to win all of you. They want to make you a loyal customer with all your technology.
With this Xbox Live, you’ll have more options to game and play with others. Everything will be microsoft. The Microsoft folks knows that the Xbox Live can and will force you to purchase the following when fully embraced:
- Microsoft 10
- Xbox Live Gold Membership
- Controller and Game Accessories
- and of course, other Microsoft devices (e.g. – phones, surface, pc, tablet, etc)
When you watch this commercial, the brand “X” is all over. They’re very discreet. Microsoft’s “Xbox” is all over the place, while being told to join the community. As you begin to invest and discover the benefits and features, you’ve spent countless hours without realizing you’ve increased the value of the overall brand as a loyal customer.
Check out the video and tell me your thoughts.
I write this because my business is personal because this service is for the advancement of all humanity. My failures and successes are for your gain. No strings attached.
Nathan A. Webster, MBA
Consulting | Social Media | Web Design
June 19, 2018
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